Can We Make Social Marketing More ‘Nimble’?

From the constantly changing rules on mask-wearing and social distancing to rapidly having to show results to secure quick roll-out of social marketing programs, the COVID-19 pandemic highlighted the need for speed and flexibility when developing social marketing programs. This commentary discusses two examples detailing how social marketing was used during the pandemic and reflects on the suitability of the social marketing planning process in the rapidly changing environments which arose from the pandemic.